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Oura Ring’s Billboard Proves No One Else Slept During the Election Either

One of the most prominent billboards in Times Square now reads: “How did America Sleep on Election Night? America lost: 138,833,045 hours of sleep.” 
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Ad Age

· less than 3 min read

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Wearable tech company Oura Ring’s latest digital out of home (DOOH) campaign turns the market research process inside out, upside down, and spins your head right round.

Oura Ring products keep track of many vitals…including sleep patterns. Because no one slept for a whole week while refreshing “who won the election” on Google, the wearable brand couldn’t help but wonder: Exactly how many Zs were lost watching the polls?

  • Instead of crafting a campaign around that information, agency Mischief @ No Fixed Address made the data itself the campaign.
  • One of the most prominent billboards in Times Square now reads: “How did America Sleep on Election Night? America lost: 138,833,045 hours of sleep.”

That’s it, that’s the campaign: Rather than the team behind Oura Ring’s campaign saying…

  • “Okay, here’s consumer behavior data…How can that inform us about what will resonate with our target audience?”
  • Oura Ring realized the data itself would resonate with the viewer by making them feel less alone.

How’d they know that? The numbers tell the story. We all lost an average of 25.2 minutes of sleep on Tuesday, so there’s a solid chance the viewer can relate.

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